Creativity in our [ad] industry is not dying because creative people are becoming less creative. It’s because they’re increasingly being asked to behave like business people and to put business interests ahead of creative work.

Toilet paper seems a long way from the printing revolution. And it is easily overlooked — as we occasionally discover in moments of inconvenience. But many world-changing inventions hide in plain sight in much the same way — too cheap to remark on, even as they quietly reorder everything. We might call this the “toilet-paper principle”.